In an exclusive interview, 1xBet strategic advisor Simon Westbury tells Gaming Intelligence how strategic sports partnerships are shaping the operator’s growth across regulated iGaming markets
From your perspective, how have strategic sports partnerships shaped the growth and positioning of betting brands in recent years?
Over the past few years, I think we’ve seen sports partnerships evolve from being primarily visibility plays to becoming long-term strategic partnerships that define how betting brands position themselves in the public consciousness.
In the early 2010s, sponsorships were often transactional, such as a logo on a shirt, a perimeter board, a quick awareness hit, today’s audience expects more. They want storytelling, alignment, and authenticity. The partnerships that now deliver real return are those that integrate a brand’s identity into the wider fan experience.
At 1xBet, we’ve seen how the right collaborations, whether with top-flight clubs, leagues, or athletes, can transcend exposure and become a bridge into local markets. Sport still has a unique ability to command trust and emotional connection, especially in emerging territories where football carries cultural significance. When that association is handled with credibility and respect, it accelerates brand legitimacy faster than any media campaign could.
What’s also changed is the data. Partnerships are now measurable in real time, from fan engagement metrics to conversion attribution, which allows betting brands to shift from “sponsorship spend” to “performance investment.” That has made the discipline more accountable, more strategic, and ultimately more mature.
In short, sports partnerships have moved from the marketing department’s budget to the boardroom agenda. The strongest brands now use them not only to reach audiences but to belong in the sporting conversation.
1xBet operates with 35 regulated licenses globally. How does this massive scale and regulatory commitment influence your sponsorship decisions?
Operating under 35 regulated licences is a strategic framework that shapes every decision we make, particularly around sponsorships. Each licence represents a distinct regulatory culture, and that gives us a panoramic view of what good governance looks like in practice. It also means we can’t take a one-size-fits-all approach. What works in Latin America may not be appropriate in Europe or Africa. So when we evaluate a partnership, the first question we ask is not “How visible will this make us?” but “How does this align with our regulatory obligations and brand responsibilities in that market?”
Scale brings both privilege and scrutiny. Having a footprint across multiple jurisdictions means our sponsorships must withstand public, media, and regulatory examination from every angle. That level of transparency drives us to choose collaborations that enhance trust, not just awareness. It’s also changed the nature of our internal discussions. Sponsorships used to sit mainly within marketing. Now they are cross-functional decisions, across compliance, legal, responsible gambling, and commercial teams.
In short, operating at a global scale has made us more selective, more disciplined, and more values-driven. Every sponsorship has to work twice, commercially and reputationally, because in a regulated world, the two are inseparable.
With global partnerships like Paris Saint-Germain, FC Barcelona, FIBA, what makes these alliances the most powerful platforms for brand establishment?
When you look at 1xBet’s partnerships with organisations like PSG, FC Barcelona, FIBA, you’re not just talking about sponsorships, you’re talking about entry points into global culture.
These aren’t deals built around visibility alone; they’re platforms for brand establishment through credibility and consistency. Each of these entities represents excellence, longevity, and emotional connection, qualities that every betting brand wants to be associated with. When you align your brand with such institutions, you borrow not just reach, but trust.
Sport is a universal language. It cuts across geography, age, and belief. A club like FC Barcelona doesn’t just represent football; it represents identity and community. The same goes for PSG or global federations like FIBA. By partnering at this level, we’re speaking to audiences who already have deep emotional investment and that creates a more powerful and authentic entry point for engagement.
It also reflects our ambition. At 1xBet, we don’t think in regional silos; we think in global ecosystems. These alliances give us both scale and resonance, scale to reach millions, and resonance to connect meaningfully. In short, we look for global visibility through partnerships with iconic global brands and international leagues drilled down to regional expansion with the use of local sports super stars
Ultimately, the most powerful partnerships are those that mirror your own aspirations as a brand. If you want to be seen as world-class, you have to stand alongside those who define what world-class looks like.
How would you describe 1xBet’s philosophy when selecting and working with sports partners?
Our philosophy around partnerships has always been guided by two simple ideas which are alignment and authenticity. Alignment means asking whether the values of a club, team, or federation genuinely reflect who we are as a business and how we want to be seen. Authenticity means ensuring the relationship delivers value for everyone involved, the partner, the fans, and the wider sporting ecosystem.
At 1xBet, we don’t chase visibility for its own sake. We look for partnerships that allow us to connect meaningfully and whether that’s supporting grassroots programs, enhancing fan engagement, or helping a sport expand into new markets. Every collaboration has to make sense culturally and commercially.
We’ve learned that the best partnerships are built on dialogue, not deals. You have to understand what motivates your partner, respect the integrity of their sport, and find shared purpose. That’s how a sponsorship becomes a relationship rather than a transaction.
So, our approach is quite straightforward: choose partners we can grow with, act responsibly in every market, and leave something positive behind. Because in today’s landscape, success isn’t measured only by exposure, it’s measured by trust.
Can you share examples where a partnership has delivered measurable brand growth for both 1xBet and the partner organisation?
There are several examples where our partnerships have gone beyond visibility and delivered real, measurable growth, both for us and for our partners.
A good case in point is our collaboration with PSG recently renewed for another 3 years. That partnership has been a masterclass in how global sport and digital engagement intersect. It’s not just about brand exposure; it’s about shared audience growth. PSG has one of the most dynamic fanbases in world football, and by aligning with that energy, through digital activations, regional campaigns, and content integration. We’ve seen a marked increase in brand recognition and trust across multiple markets, particularly in Africa.
Similarly, our work with FIBA has proven the power of sport beyond football. Basketball is growing fast in several key territories, and through that partnership we’ve seen a direct uplift in brand recall in our operational markets. The federation benefits too, broader reach, enhanced commercial value, and increased fan engagement through our shared digital infrastructure.
These partnerships work because they are symbiotic. We don’t look at sponsorships as cost centres; we see them as growth engines. When both brands invest in the relationship with creativity, data, and cultural understanding, you get measurable results, not just in awareness, but in affinity.
What role do 1xBet’s standard operating procedures play in ensuring partnership activations are consistent and impactful across different regions?
Standard operating procedures (SOPs) might sound operational, but for a global brand like 1xBet they’re the backbone of consistency and credibility. When you work across 39 regulated markets, structure becomes your best form of creativity. Our SOPs ensure every activation, whether in Europe, Latin America, or Africa – meets the same standards of professionalism, compliance, and respect for the sport.
They give our regional teams a shared framework: how campaigns are planned, approved, and measured. That means the execution can be local, but the principles never change, brand integrity, responsible representation, and measurable impact. Ultimately, the process protects partnership value. It allows us to scale without losing quality and gives partners confidence that every collaboration with 1xBet will be delivered consistently, wherever in the world it happens.
How do these processes help maintain brand integrity and operational efficiency when working with multiple partners?
Our processes exist to protect both efficiency and integrity. In a business operating across many markets and partnerships, structure isn’t bureaucracy, it’s discipline.
Every activation, wherever it happens, follows the same principles: professionalism, responsibility, and respect for the sport. That consistency safeguards the brand while giving regional teams the freedom to innovate locally. Clear frameworks mean faster approvals, fewer errors, and stronger delivery. They keep everyone aligned and accountable.
In short, process is what turns scale into trust, it ensures every partner sees the same 1xBet, no matter where they are in the world.
1xBet has recently launched the International Player Safety Index – Western Europe part of a series of research into responsible gambling. How does 1xBet integrate these data-led insights into its partnership marketing activities?
The International Player Safety Index – Western Europe was never designed to sit on a shelf. For us, research has to translate into behaviour, both internally and in how we activate partnerships.
The data from that study and the series that will follow, helps us understand how stakeholders think about responsibility, communication, and trust. Those insights will inform how we can improve our commitments across our operational regulated markets. Responsible play is no longer a compliance checkbox; it’s part of brand reputation.
Why is it important for sports partners to understand and align with 1xBet’s compliance guidelines?
Compliance isn’t just a legal necessity; it’s the framework that protects every stakeholder in a partnership. When a club or federation works with 1xBet, we work together to understand the regulatory obligations and align with them. That alignment ensures our joint activity, whether advertising, digital content, or player engagement, meets the same standards in every jurisdiction. It keeps both brands protected and trusted.
We operate under dozens of licenses worldwide, each with its own expectations. A single misstep in tone or placement can have reputational consequences, so clarity and education are vital. The strongest partnerships are those built on shared discipline. When our partners fully understand the compliance landscape, creativity can flourish safely, because everyone knows the boundaries and respects them. That’s how you build longevity, not just visibility.
What key metrics or indicators does 1xBet use to evaluate the success of its sports partnerships?
We measure the success of a partnership on two levels, brand impact and business impact – and both have to move in the same direction for the relationship to be considered successful.
From a brand perspective, we track changes in awareness, perception, and trust across key markets using independent research and sentiment analysis. Sponsorships are long-term reputation assets, so we look closely at how they influence recognition, favourability, and engagement among fans and customers.
From a business standpoint, we’re equally focused on conversion metrics such as traffic quality, new customer acquisition, retention, and activation linked to campaigns run through our partner channels. The third layer is engagement quality. We measure how fans interact with the content we co-create and how far it travels, how long it holds attention, and whether it drives positive sentiment. Ultimately, a strong partnership must deliver measurable commercial value while strengthening how the brand is perceived. If it achieves both, that’s real success.
How do you ensure partnerships deliver both short-term results and long-term brand equity?
For us, partnerships have to perform on two fronts, immediate impact and lasting value. Short-term results come from clear objectives, data-driven activations, and measurable ROI. Long-term equity comes from trust, consistency, and alignment with the right partners over time.
Every campaign we run has both lenses built in, commercial performance and brand integrity. We judge success not just by engagement or conversions, but by how the partnership strengthens our reputation and the sport itself. That’s how you create relationships that deliver now, and compound in value later.
How do you see the role of technology, fan engagement, and data evolving in future sports partnerships?
Technology, data, and fan engagement are now inseparable and that convergence will define the next era of sports partnerships.
Technology provides scale, data brings understanding, and fan engagement adds emotional depth. Together, they move sponsorships from visibility to genuine participation. At 1xBet, we see data-led insight and real-time engagement tools reshaping how value is created. It’s no longer about how many people saw a message, but how many interacted with it and what that meant emotionally. The future belongs to partnerships that combine analytics with authenticity. Those who can use technology to deepen connection, not just measure it, will lead the way.
What trends do you expect will define the next wave of brand–sports collaborations, and how is 1xBet preparing for them?
The next wave of brand–sports collaborations will be defined by shared purpose, technology, and responsibility. The days of pure logo placement are behind us. The partnerships that will endure are those built on authentic engagement and ethical alignment.
We see a clear trend towards personalisation, data-led activation, and responsible fan interaction, where brands contribute to the experience, not just the exposure. Fans increasingly expect entertainment that is transparent, safe, and socially aware.
At 1xBet, we’re preparing for this by investing in AI-driven insights, content innovation, and responsible gaming frameworks that guide how we communicate and activate with partners. Ultimately, the future belongs to brands that balance innovation with integrity in creating partnerships that deliver performance while protecting the trust and wellbeing of the communities they reach.